Tuesday, March 11, 2008

A brand's journey toward true north

I believe great brands share two defining traits: they posses a unique and compelling point of view and an unshakable sense of true north. Great brands know who there are and where they're heading in life. They are not confused. They operate with a sense of infectious conviction.

That's why I'm enthralled with the recent brand film from Louis Vuitton. In this TV commercial, perhaps the company's first ever, the renown designer of high end luggage and fashion accessories puts forward an emotional and inspiring point of view on the true meaning of a journey and its role in shaping who we are. While I know full well that I'm being spun by some deft marketing magic, I give into it because it taps into some fundamental human truths concerning self-discovery and fulfillment and, importantly, because it seems to ring true for this brand. The copy, film and music are simply outstanding.

1 comment:

fredrik sarnblad said...

Hi David,

I agree with you in what you say about great brands: they have a compelling point of view and an infectious sense of conviction. And they turn their viewpoints [or philosophies if you will] into brilliant, evocative stories...stories that move us.

Brand positionings [as much as I struggle with the word] that come out of a compelling points of view that resonate on a deeply human level are practically unstoppable.

I love the story in this LV film even if I don't really love the execution. It's not bad, but it could have been spectacular. Love the print with Keith Richards though...absolutely love it. /F